Case 8: Values and behaviors for sustainable tourism
Maria had a problem. The research proposal for her master’s research project was due. But she had no idea what to research. Sustainable tourism had been her favorite module on the program and something about that topic would have been great. But what exactly remained a mystery. Then, while flicking through a travel magazine in search for holiday inspirations, she saw an article about people who have won an award for being ethical tourism entrepreneurs. Maria remembered learning in class that an ethical entrepreneur is someone who exploits opportunities not just for their own self-interest, but for the betterment of society (Wempe 2005). She was excited. There were actually people out there who not only did well in business, making profits, but who also cared about others and contributed to the ‘good’ in society. She had the basis for a possible research project.
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